Wieden + Kennedy Shanghai: Nike capitalises on the mood before Rex Tso’s world title decider

October 12, 2017

“It’s a fight two years in the making. Hong Kong phenom Rex Tso Sing-yu will clash with Japan’s former WBA champion Kohei Kono in the Wonder Kid’s most glamorous bout set for October 7 at the Convention and Exhibition Centre.’ [South China Morning Post]

Above is the background to Wieden + Kennedy Shanghai’s campaign for Nike in Hong Kong. Rex Tso became the ambassador for a new Nike motto, “You can’t guarantee a win, but you can guarantee a fight.” Its appeal is obvious. The idea of striving against adversity – whether that’s your own fitness level or the hill three-quarters of the way along on your morning run – is motivational.

In the film, Tso is knocked down and the referee begins counting down towards a knockout, and this scenario is interspersed with clips of other real local athletes who have had to fight hard against defeats.

(Ironically, Tso later won his October match by technical decision after the ringside doctor stopped the fight because of Tso’s swollen eye from an accidental headbutt.)

“In this film, we envision the city as a group of athletes suffering setbacks and self-doubt, who believe the only way to make a comeback is to give it everything you’ve got, regardless of the outcome,” noted Vivian Yong, executive creative director Wieden + Kennedy Shanghai.

The film, which was directed by Michael Mann, was supported by OOH executions throughout Hong Kong.